Yaoqi Li

Ph.D, Professor, Doctoral Supervisor

Director of Cultural and Tourism Consumption Research Center of Sun Yat-sen University

Email: liyaoqi3@mail.sysu.edu.cn

Research Interests

Tourist Behavior, Time Psychology, Stigma, Cognitive Neuroscience

Profile

Dr. Li is a Professor and Doctoral Supervisor at the School of Tourism Management, Sun Yat-sen University. He currently serves as the Director of the Cultural and Tourism Consumption Research Center at Sun Yat-sen University, Strategic Expert for the Guangdong Provincial Development and Reform Commission, Tourism Homestay Assessment Expert for Guangdong Province, and Vice President of the Guangzhou Homestay Association. Dr. Li has led four national grants funded by the National Natural/Social Science Foundation of China. He has published over 100 articles in leading management and tourism journals, including the Journal of Management, Annals of Tourism Research, Tourism Management, Journal of Travel Research, International Journal of Information Management, Journal of Business Research. His work has been cited more than 1,000 times in both Chinese and English journals, placing him among the Top 1% of Highly Cited Scholars on CNKI. His research findings have been featured in prominent media outlets such as the Chicago Tribune, Yahoo Finance, The Conversation, and Economic Daily, and were notably cited in the UK Parliament policy document LEV0060—Reimagining where we live: Cultural placemaking and levelling up, published by the UK Parliament Select Committee.

Education 

2008-2013, Ph.D., Management, School of Business, Sun Yat-sen University.

2011-2012, Visiting Student, Faculty of Business, Lingnan University (Hongkong). 

2004-2008, Bachelor, Management, School of Business Administration, Northeastern University.

Professional Experience

2022-present, Professor, School of Tourism Management, Sun Yat-sen University

2024-2025, Senior Research Scholar, School of Business, University of Dayton, USA

2016-2022, Associate Professor, School of Tourism Management, Sun Yat-sen University 

2013-2016, Lecturer, School of Management, Jinan University 

Selected Research Grants (National Grands, Principal Investigator) 

[1] The research of tourism time perspective reshaping therapy on anxiety and depression and its cognitive neural mechanism, funded by the National Natural Science Foundation of China(Grant No. 72572179), 2026–2029.

[2] The formation path, contagion mechanism and governance strategy of place stigma from the perspective of mobility, funded by the National Natural Science Foundation of China (Grant No. 42371242), 2024–2027.

[3] The study on the mechanism of the formation, impact and destigmatization strategy of tourism occupational stigma, funded by the National Natural Social Science Foundation of China (Grant No. 20BGL158), 2020–2022.

[4] The effect of Physical Attractive Stereotype on Consumer Response in Service Encounter: The Mediation of Psychological Distance, funded by the National Natural Science Foundation of China (Grant No. 71602073), 2017–2019.

Selected Awards

[1] First Prize for Outstanding Poster Presentation, the 2025 Joint Forum for Doctoral Students in Psychological and Cognitive Sciences (Awarded to Doctoral Student Song Yaya), 2025

[2] Outstanding Conference Paper, the 2024 Zhejiang Leisure Studies Association (Awarded to Doctoral Student Lu Qingzhao and Master’s Student Zhao Yuxi), 2024

[3] Outstanding Conference Paper, the 6th China International Conference on Positive Psychology & 2023 Annual Meeting of the Positive Psychology Committee of the Chinese Psychological Society (Awarded to Doctoral Student Jiang Qiumin), 2023

[4] Second Prize, National Teaching Achievement Award, 2023

[5] First Prize, 10th Guangdong Provincial Higher Education Teaching Achievement Award, 2022

[6] First Prize, 10th Sun Yat-sen University Teaching Achievement Award, 2021

[7] Outstanding Communist Party Member, Sun Yat-sen University, 2021

Selected Publications

Journal Articles: in English 

  1. Leader Anthropomorphizing Behavior Toward Robots: Conceptualization, Measurement, and Implications for Perceived Objectification and Workplace Deviance, Journal of Management, 2025, doi.org/10.1177/01492063251350938
  2. Gain frame appeals more to loyal customers. Annals of Tourism Research, 2025, doi.org/10.1016/j.annals.2025.103929
  3. Learning from museums: Resource scarcity in museum interpretations and sustainable consumption intention. Annals of Tourism Research, 2025, doi.org/10.1016/j.annals.2025.103955
  4. Development and verification of the wellness tourism experience scale. Journal of Travel Research, 2025, 64(1):158-171, doi.org/10.1177/00472875231209493 
  5. Perceived destination restorative qualities in wellness tourism: the role of ontological security and psychological resilience. Journal of Travel Research, 2025, 64(4) 835–852
  6. Virtual Reality and Memory Retention: The Cognitive Architecture of Virtual Memorable Tourism Experiences. Journal of Travel Research, 2025, doi.org/10.1177/00472875251353494
  7. Female stereotype and occupational stigma. Annals of Tourism Research. 2024, doi.org/10.1016/j.annals.2024.103837
  8. Tourist preference for tourism product brand biographies. Annals of Tourism Research (107), doi.org/10.1016/j.annals.2024.103773
  9. Towards a typology of virtual tourists: Efficacy of visual patterns and attentional cues. Tourism Management, 2024, 105, doi.org/10.1016/j.tourman.2024.104943
  10. Psychological ownership and users’ continuous usage of domestic vs. foreign mobile payment apps: A comparison between China and the U.S. Journal of Business Research, 2024(174), doi.org/10.1016/j.jbusres.2024.114517
  11. Celebrity endorsement in tourism: Attention, emotional arousal and familiarity. Tourism Management, 2023, 98, doi.org/10.1016/j.tourman.2023.104750
  12. Does physical attractiveness facilitate customer citizenship behaviors? Cross-cultural evidence from the peer-to-peer economy. International Journal of Information Management, 2023, 70, doi.org/10.1016/j.ijinfomgt.2022.102565
  13. Can beauty save service failures? The role of recovery employees’ physical attractiveness in the tourism industry. Journal of Business Research, 2022, 141:100-110
  14. Teddy-bear effect in service recovery. Annals of Tourism Research, 2022(20), doi.org/10.1016/j.annals.2022.103400
  15. Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and lab experiments. Journal of Business Research, 2022, 150:553-566
  16. Customers' self-image congruity and brand preference: A moderated mediation model of self-brand connection and self-motivation. Journal of Product & Brand Management, 2022, 31(5):798-807
  17. Physical Attractiveness of Service Employees and Customer Engagement in Tourism Industry. Annals of Tourism Research, 2020, https://doi.org/10.1016/j.annals.2019.102756.
  18. Consumer response to a renewed corporate social responsibility strategy: Evidence from the coffee shop industry. Tourism Management, 2019, 72:170-179.
  19. Does being beautiful always help? Contingency effects of physical attractiveness of the service providers on customer response. Journal of Services Marketing, 2019, 33(3):356-368 

Journal Articles: in Chinese 

  1. 流动性视角下地方污名的形成机制，心理学科进展，2025, 33(3): 402-410
  2. 大学生职业污名感知、职业认同与对口择业意愿，旅游学刊，2025，40(5): 90-102
  3. 半熟人视角下城市广场舞休闲冲突的形成与消解. 体育学刊, 2025,(01):72-78
  4. 旅游污名：研究进展及展望. 人文地理，2023，38(1):11-19
  5. 心理时间框架下的旅游研究：现状与展望. 旅游学刊，2023, 38(6):52-62
  6. 阴影里的阳光：地区污名对旅行者负责任环境行为的影响研究. 旅游学刊，2023，38(12): 26-41
  7. 游职业污名的形成机制：基于扎根理论的探索性研究. 旅游学刊，2022,37(4):79-92
  8. 满减还是满返？——旅游产品促销框架对旅游者购买意愿的影响研究. 旅游学刊，2022,37(9):107-122
  9. 美的总是好的吗？消费者对服务人员外貌吸引力的响应机制研究. 南开管理评论，2021, 24(4): 74-84
  10. 基于资源保存理论的旅游职业污名影响研究. 旅游学刊，2021, 36(5): 93-104
  11. 眼动实验应用于旅游研究的方法论问题. 旅游学刊, 2020, 35(12): 10-11
  12. 旅游民营企业的政治关联、慈善捐赠与企业家地位认同. 旅游学刊, 2020, 35(10):28-42
  13. 遗产地遗产责任量表开发与检验. 旅游学刊, 2019,34(10): 60-75
  14. 赔礼还是赔钱？——基于情绪感染理论的旅游景区服务补救策略研究. 旅游学刊, 2019, 34(1): 44-57
  15. 旅游怀旧：研究现状与展望. 旅游学刊, 2018, 33(2): 105-116.
  16. 公众对旅游企业停止慈善性社会责任的响应研究. 旅游学刊, 2016, 31(7).
  17. 从人-品牌关系到人-地关系: 自我目的地联结. 旅游学刊, 2015, 30(9): 52-62.
  18. 旅游企业社会责任: 研究述评与展望. 旅游学刊, 2014, 29(6): 107-116.
  19. 社会网络分析在组织管理研究中的应用与展望.管理学报, 2013 (1): 146-154.
  20. 顾客心理授权的多层次模型分析: 基于控制欲的调节作用. 南开管理评论, 2012 (3): 4-11.
  21. 旅游企业收益管理定价策略对顾客感知公平性的影响. 经济管理, 2011, 11: 1-15.
  22. 员工品牌建设行为前因后果研究. 营销科学学报，2010,6(3):59-76

Books

Tourism Brand Management, Tsinghua University Press, 2025.

The Realization Path of Corporate Social Responsibility from the Perspective of Multi-stakeholders, Economic Science Press, 2025.

Conspicuous Marketing of High-star Hotels, Economic Science Press, 2019.

Standard Drafting

Guidelines for Professional Credit Evaluation: Tour Guides (T/GTGA0002-2024), Lead Drafter.